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1. Claim and Optimise Your Google My Business Profile:
Google My Business (GMB) is a free tool that allows businesses to manage their online presence across Google, including Search and Maps. According to Google, businesses with complete and accurate GMB profiles are twice as likely to be considered reputable by consumers.
How?
Claim Your Profile: Go to Google My Business and sign in with your Google account. Search for your business and select it, or create a new profile if it doesn’t exist.
Optimise Your Information: Ensure your business name, address, and phone number (NAP) are accurate and consistent across all platforms. Add high-quality photos, business hours, and a detailed description of your services.
For example: A local bakery can add photos of their best-selling cakes, list their opening hours, and include a description such as, “We specialise in custom cakes, pastries, and breads made from scratch using the finest ingredients.”
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2. Conduct Local Keyword Research:
Keywords are the terms that users type into search engines. Local keyword research helps you identify what potential customers in your area are searching for. Ahrefs reports that 46% of all Google searches are looking for local information.
How?
Use Tools: Utilise tools like Google Keyword Planner, Moz, or Ubersuggest to find keywords relevant to your business and location.
Analyse and Implement: Look for keywords with high search volume and low competition. Incorporate these keywords naturally into your website content, titles, meta descriptions, and blog posts.
For example: A dentist in Blackpool might use keywords like Blackpool dental clinic,” “emergency dentist in Blackpool,” or “best dentist in Blackpool.”
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3. Create Locally Relevant Content:
Content that resonates with your local audience can drive more traffic and improve engagement. HubSpot states that businesses that blog get 55% more website visitors than those that don't.
How?
Focus on Local Topics: Write blog posts about local events, news, or customer success stories. Highlight your involvement in the community and local sponsorships.
For example: A local gym could write a blog post titled “Top 5 Outdoor Workouts in Preston or share success stories of local members who achieved their fitness goals.
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4. Produce Industry-Relevant Content:
Industry-specific content establishes your authority and attracts a dedicated audience.
How?
Write Detailed Articles: Cover topics related to your services, industry trends, and how-tos. Ensure the content is valuable and informative.
For example: A roofing company could publish a guide on “How to Choose the Right Roofing Material for Your Home” or “5 Signs You Need a Roof Replacement.”
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5. Build Local Links:
Backlinks from local websites enhance your site’s authority and improve local SEO. Moz’s 2018 Local Search Ranking Factors report indicates that link signals are one of the top-ranking factors for local SEO.
How?
List in Local Directories: Ensure your business is listed in local online directories and business listings.
Reach Out for Backlinks: Contact local bloggers, news sites, and other businesses for backlink opportunities. Participate in local events and sponsorships to earn mentions and links.
For example: A restaurant can get listed on Yelp, TripAdvisor, and local food blogs. Collaborate with a local food critic for a review that includes a backlink to your site.
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6. Manage and Promote Online Reviews:
Positive reviews enhance your business’s credibility and influence consumer decisions. BrightLocal found that 87% of consumers read online reviews for local businesses in 2020.
How?
Encourage Reviews: Ask satisfied customers to leave reviews on your GMB profile and other review platforms like Yelp and Facebook.
Respond to Reviews: Address both positive and negative reviews professionally. Show appreciation for positive feedback and offer solutions for negative experiences.
For example: A hair salon can send follow-up emails to clients thanking them for their visit and asking them to leave a review.
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7. Optimise for Mobile Search:
With over 50% of global website traffic coming from mobile devices (Statista), a mobile-friendly website is crucial for local SEO.
How?
Responsive Design: Ensure your website is responsive and provides a seamless experience across all devices.
Test Your Site: Use Google’s Mobile-Friendly Test tool to check your site’s performance on mobile devices.
For example: A local boutique should ensure that their website loads quickly, images are optimised, and navigation is easy on smartphones and tablets.
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8. Use Schema Markup:
Schema markup helps search engines understand your content better, improving your chances of appearing in rich snippets and other enhanced search results.
How?
Add Schema Markup: Use tools like Google’s Structured Data Markup Helper to add schema markup to your website.
For example: A local restaurant can add schema markup to their menu, operating hours, and reviews to enhance their search engine listings.
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9. Track and Monitor Performance:
Why It's Important: Monitoring your SEO efforts helps you understand what’s working and where improvements are needed.
How?
Use Analytics Tools: Implement tools like Google Search Console and Google Analytics to track key metrics such as traffic, bounce rate, and conversion rate.
For example: A local florist can track how many visitors their website receives from organic search, which pages are most popular, and where visitors drop off.
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10. Analyse Competitors:
Understanding what your competitors are doing well can provide insights that you can apply to your own strategy. SEMrush found that businesses using competitive intelligence tools saw a 20% increase in traffic.
How?
Identify Competitors: Use tools like Ahrefs, SEMrush, or SpyFu to find your main competitors and see where their traffic comes from.
Analyse Keywords and Content: Look at the keywords they are ranking for and the type of content that drives their traffic. Identify gaps in your own content strategy that you can fill.
For example: A local coffee shop can use SEMrush to discover that their main competitor ranks highly for “best coffee in Lytham” due to a well-optimised blog post. The coffee shop can create an even more comprehensive guide to coffee in their town or city, incorporating more engaging content and images.
